Conversational recommendation systems (CRS) have gained popularity in e-commerce as they can recommend items during user interactions. However, current open-ended CRS have limited recommendation performance due to their short-sighted training process, which only predicts one utterance at a time without considering its future impact. To address this, we propose a User Simulator (US) that communicates with the CRS using natural language based on given user preferences, enabling long-term reinforcement learning. We also introduce a framework that uses reinforcement learning (RL) with two novel rewards, i.e., recommendation and conversation rewards, to train the CRS. This approach considers the long-term goals and improves both the conversation and recommendation performance of the CRS. Our experiments show that our proposed framework improves the recall of recommendations by almost 100%. Moreover, human evaluation demonstrates the superiority of our framework in enhancing the informativeness of generated utterances.